The 34th Guangzhou International Travel Fair (GITF) will take place from May 21 to 23 at the Canton Fair Complex in Guangzhou.
Themed "Travel Well, Reset Well", this year's event comes as Guangzhou prepares to host the national main venue activities for China Tourism Day 2026 on May 19. Organizers said the fair aims to capture the latest shifts in global tourism and support Guangzhou's efforts to develop into a world-class tourism destination.
Founded in 1993, GITF is one of China's longest-running international travel exhibitions. This year's edition will expand significantly, with an additional exhibition hall and a total exhibition area 25 percent larger than previous editions. The expansion reflects the continued recovery of the global travel market as well as rising demand in China's cultural and tourism sectors.
More than 1,000 exhibitors from 55 countries and regions
As international travel continues to recover and inbound tourism to China gains momentum, overseas participation in this year's fair has further increased. More than 1,000 tourism organizations, destinations and companies from 55 countries and regions are expected to attend.
Participating destinations include Sri Lanka, Russia, Kazakhstan, Vietnam, Cambodia, Thailand, Malaysia, Singapore, Indonesia, Pakistan, Nepal, Bhutan, Georgia, Oman, Kenya, Uganda, Germany, Italy, Spain, Austria and Canada, along with exhibitors from the regions of Hong Kong and Macao.
Several destinations, including Sri Lanka and Cambodia, have maintained a presence at the fair for more than two decades. New international participants this year include Vietnam, Austria, Pakistan and Uganda.
The exhibition will also bring together tourism boards, regional governments and cultural organizations from across China. New domestic participants include delegations from Shanxi Province, Hangzhou, Luoyang, Yulin and Longyan, as well as several Guangzhou districts, including Nansha, Huangpu, Huadu and Baiyun.
"Tourism Plus" experiences target wider audiences
Beyond traditional tourism promotion, GITF 2026 will place greater emphasis on immersive consumer experiences and lifestyle-oriented travel trends.
A newly launched interactive zone called "Fun Space" will focus on sports tourism, wellness travel, leisure vacations and healthy lifestyles. Visitors will be able to take part in interactive activities, live-stream shopping events and cultural product showcases featuring local brands and tourism-related products from Guangzhou.
The fair will also host the second edition of the "Dance in Guangzhou" competition, a public square dancing event designed for older participants. Meanwhile, the youth-focused "Cultural Tourism Creators" program will bring together more than 200 university students from 13 Chinese universities to experience intangible cultural heritage workshops, food markets and creative tourism activities during the fair.
Organizers said the event reflects the broader transformation of tourism exhibitions in China, as they evolve from industry-focused networking platforms into public-facing lifestyle and cultural events that connect travel with wellness, sports, culture and digital consumption.
With global tourism demand continuing to recover, this year's GITF is expected to serve as both a major industry platform and a window into the emerging trends shaping Asia's tourism market.
Reporter: Li Fangwang
Photo: Li Fangwang
